...Nicole Hartnett; Rachel Kennedy; Byron Sharp; Luke Greenacre Advertisements vary enormously in their sales effectiveness, so choosing the more effective advertisements to air is an important marketing task. Such decisions are often made intuitively. This study assesses the intuitive predictions...

...Caleb Warren; A. Peter McGraw Humorous advertisements attract attention and entertain consumers. Nonetheless, attempting humor is risky because consumers may be offended by failed humor attempts. We propose another reason that attempting humor is risky: humorous advertisements can hurt brand...